Family Action Brand Refresh

IE helped Family Action (a UK charity founded in 1869) to refresh their brand identity and rebuild their website. Family Action supports people through the hardest times, including financial hardship, mental health issues, and domestic abuse, and helps over 60,000 families annually.

The project had tight time and budgetary constraints. The brand evolution needed to be completed in under six weeks because of an impending partnership, so we relied on existing desk research and internal workshops for insight. And it needed to be affordable, at a time when funds were desperately needed for service delivery.

A key challenge was Family Action's complex brand architecture with dozens of sub-brands creating confusion. IE simplified this structure and provided clear guidance.

We evolved the existing logo to become more accessible while remaining recognisable, and we introduced a vibrant palette, distinctive shapes, colourful gradients, and reportage photography to the identity to bring the brand to life. The central brand theme, ‘every family is different’ reflected and celebrated the diversity of families.

IE delivered an 80-page guidelines document, Canva templates, and a user-centred website. We modernised Family Action’s identity, aiming to enable them to increase awareness, improve engagement and deepen relationships through emotive storytelling.